The Effectiveness of Internet Marketing in Increasing the Reach and Awareness on Consumer in Bahrain

International Journal of Engineering and Management Research e-ISSN: 2250-0758 | p-ISSN: 2394-6962
Volume- 9, Issue- 2, (April 2019)
www.ijemr.net https://doi.org/10.31033/ijemr.9.2.3
24 This work is licensed under Creative Commons Attribution 4.0 International License.
The Effectiveness of Internet Marketing in Increasing the Reach and
Awareness on Consumer in Bahrain
Hussain Almutawa
Student, MBA Department, AMA International University of Bahrain, Kingdom of BAHRAIN
Corresponding Author: hussain.almutawa87@gmail.com
ABSTRACT
The present research seeks to expound the effective
of Internet marketing in increasing the read and awareness of
consumers. Impatient the research conducted a good review
about the privies literature related to the study. It leads a brief
idea of the study before articulating the statement of the
problem. From the statement of the problem deducting the
researcher found that the social media , mobile apps and
internet marketing have Promina impact with the
effectiveness and in cornering the awareness of the consumer
.hence the research subdivided the research problem into four
different objective such translates the formation of the study
states that these is no significant relationship between level of
effectiveness and level of utilization of internet marketing on
consumer in kingdom of Bahrain . Further the research
employs multiple methodologies to a new conclusion on the
particular issue, the study used convening sampling method
combined with the spss software for data analyse.
The study aims to assess the Effectiveness of Internet
in Business to increase reach and awareness among consumers
in Bahrain. Data and correspondence innovation has changed
quickly in the previous 20 years with a key advancement being
the development of online networking. Business, which does
not utilize internet-based life, tends to lose on key client
base. The rise of social media means it’s unusual to find an
organization that does not reach its customers and prospects
through one social media platform or another. Companies see
the importance of using social media to connect with
customers and build revenue.
Businesses have realized they can use social media to generate
insights, stimulate demand, and create targeted product
offerings. This is important in traditional brick-and-motor
businesses, and, obviously, in the world of e-commerce.
In this research, to adequately address the research questions
a variety of data collection methods and instruments were
used such as questionnaire survey and t-test.
From the study, the researcher concluded that there is no
significant relationship between the Level of utilization &
Effectiveness of Internet marketing among consumers in
Bahrain. Therefore, the researchers accept the null
hypothesis.
The problems faced by the respondents on the Level
of utilization & Effectiveness of Internet marketing among
consumers in Bahrain is privacy, censorship and online
security. The Internet, social media, online advertising, mobile
apps etc. as a whole, can be seen as technology that has greatly
enhanced our lives but should be done responsibly.
Keywords-- Internet, Business, Marketing, ARPANET
I. INTRODUCTION
I. Background of the Study
Internet has developed immensely in the applications
and number of clients because of its special qualities of
adaptability, intuitiveness, and personalization. It has been
an exceptionally valuable instrument for correspondence,
excitement, training, and electronic exchange (ko et al.,
2013; koyuncu and lien, 2013). The progressive change
delivered by data innovation importantly affects the day by
day lives. It has changed the way we work together by
enabling retailers to offer boundless scope of items and
administrations to all customers from around the globe
anytime.
The web has created as an advancing medium (silk
et al., 2011). Various associations have swung to the
Internet to broadcast their things and organizations; and the
Internet is regarded to be the hugest direct advancing
channel for the overall business focus (faber et al., 2012; ko
et al., 2012; korgaonkar and wolin, 2012). Associations are
purging billions of dollars into web elevating to gain more
conspicuous quantifiable benefit on ads (edwards, 2010;
joines et al.,2013).
The internet has given purchasers more control in
getting to data on items and administrations. There are
factors that add to shoppers pull for online substance—
buyers are the person who choose when, where, what, and
how much business content they wish to see (korgaonkar
and wolin, 2012). The Internet empowers customers to get
to a boundless scope of items and administrations from
organizations around the globe, and it has diminished the
time and exertion they spend on shopping (ko et al., 2012).
The web has given buyers more control in getting to
information on things and organizations. There are factors
that add to customers pull for online substance—purchasers
are the individual who pick when, where, what, and how
much business content they wish to see (korgaonkar and
wolin, 2010). The Internet enables clients to get to a
limitless extent of things and organizations from
associations around the world, and it has decreased the time
and effort they spend on shopping (ko et al., 2012).

Customers play a considerably more dynamic part in
hunting down data online because of some objective, and
that objective can impact singular practices and reactions to
online data and notices (smith, 2017). With the quick
progression in the PC business, numerous customers have
influenced the Internet as a component of their buy to blend
to exploit the online advancements (calisir, 2011). The web
has turned into a mainstream promoting stage since
advertisers found that the web have more prominent
adaptability and control over the publicizing materials
(ducoffe, 19). Since the web can be utilized as an effective
showcasing specialized apparatus, the two researchers and
experts are keen on seeing how to take full preferred
standpoint and boosting the estimation of this
correspondence medium (rodgers and thorson, 2013).
Customers inside have been to a great extent
presented to the conventional promoting frames as the
primary media utilized by sponsors to give data. Be that as
it may, throughout the years showcasing systems have
developed with innovation prompting the web making
extraordinary open doors for advanced advertisers to
interface with clients to make an immersive associated
computerized condition, impact and drive buys, fuel new
development and make new piece of the overall industry.
The development of web promoting is both all inclusive
and locally outpacing disconnected publicizing.
Statement of the Study
The study aims to assess the Effectiveness of
Internet in Business to increase reach and awareness among
consumers in Bahrain. Specifically, The following are the
main research objectives that guided the conduct of the
entire research,
Data and correspondence innovation has changed
quickly finished the previous 20 years with a key
advancement being the development of online networking.
Business, which does not utilize internet based life, has a
tendency to lose on key client base.
Businesses have acknowledged they can utilize
internet based life to produce experiences, empower
request, and make focused on item contributions. This is
critical in customary block and-engine organizations, and,
clearly, in the realm of internet business.
1. What is the Level of utilization of Internet among
consumers in terms of:
1.1 Using Social Media
1.2 Using Online Advertising
1.3 Using Mobile Apps
2. What is the Level of Effectiveness of Internet
reach and awareness among consumers in terms
of:
2.1 Using Social media
2.2 Using Online Advertising
2.3 Using mobile Apps
3. What is the relation between the Level of
utilization and the Level of Effectiveness of
among consumers?
4. What are the problems encountered in the process
of utilization and effectiveness?
The purposes or objectives of marketing research are
listed below
II. REVIEW OF RELATED
LITERATURE AND STUDIES
This section will talk about the related writing and
studies, the remote and nearby ideas and furthermore the
hypothetical and calculated systems. The different ideas and
points of view helped the analyst to decide the examination
issue, characterize the terms utilized, build up the strategy
for this investigation and encourage a complete
examination and comprehension of the exploration
question. In this manner, the hypothetical and calculated
structures were defined.
Publicists are relied upon to move and burn
through millions in internet promoting in the coming a very
long time than television, print advertisements and other
conventional publicizing media. Internet promoting
extensively comprises of different business content
organizations conveyed by video clasp, print, and sound;
either requested or spontaneous and incorporates
organization sites, corporate logos, email messages, pop-
ups, pennant advertisements, high rise promotions, catches,
interstitials, hyperlinks, dynamic media, and intelligent
recreations (ducoffe, 2016; goldsmith and lafferty, 2012;
korgaonkar and wolin, 2012; wolin and korganokar, 2013).
With the fast development in innovation, the
internet is turning into an essential one stop point for
customers in discovering a large portion of their needs. Be
it correspondence, stimulation, shopping, data seek, Internet
fills in as a panacea for every one of their necessities. This
has driven 70% of the ever customers to stick themselves to
the web and access it all the time. The issue is that, volumes
of customers are online consistently for their own work, yet
do they see the advertisements, pennants and so on. Shown
on that website page, most vital what is their
review/recognition esteem. Shouldn't something be said
about the scope of Internet promoting, is it viable crosswise
over finished all objective gatherings?
While a lot of research has been done on
advancing, the ampleness of electronic publicizing in is an
area that has been truant from these examinations. Research
done by wanjoga, (2012) for the most part centered around
shopper demeanors towards web based publicizing in
nairobi, and demonstrated that customers knew about the
online adverts however with no inclination to the promoting
frames. It in any case, neglected to measure and clarify the
viability of internet web advancing on such clients. Relative

research done by wakukha, (2011) on the use of web
publicizing by wireless industry, cleared up sorts of web
advancing being utilized, the accomplishment and
challenges looked in its use and the level of appointment,
anyway fail to give information on its sufficiency in
influencing or quickening client response.
The revelations of an investigation of the
demeanor of buyers towards retail media advancing by
tobacco firms in , showed that the customers know and
found out about retail media publicizing mechanical
assemblies. The examination used a case of 200 customers
from retail outlets in nairobi, which was not a sensible case
to choose its feasibility on all purchasers from . In any case,
as proposed by gong and maddox (2013), "future research
can investigate the effect of web promoting crosswise over
various nations and societies to upgrade the worldwide
comprehension of web publicizing viability" (p: 46). Also,
more examinations are expected to cover different
examples in various nations to expand outside legitimacy of
the exploration discoveries (calisir, 2013).
Brad (2018) In 2011, Internet publicizing
livelihoods in the United States outflanked those of
advanced TV and nearly outperformed those of convey TV.
In 2013, Internet publicizing livelihoods in the United
States totaled $42.8 billion, a 17% extension over the
$36.57 billion in earnings in 2012. U.S. web commercial
salary hit an essential high of $20.1 billion for the essential
bit of 2013, up 18% over a comparable period in 2012. Web
based publicizing is broadly utilized crosswise over for all
intents and purposes all industry areas.
Numerous regular web based publicizing hones are
disputable and progressively subject to direction. Online
advertisement incomes may not satisfactorily supplant other
distributers' income streams. Declining promotion income
has driven a few distributers to shroud their substance
behind paywalls.
There are no ensures that what the buyer really
encounters will be the full of feeling reaction the publicist
planned to make: look into has demonstrated that this sort
of jumble between sponsor goals and purchaser reaction
happens very regularly (cotte, coulter and moore, 2014;
englis 1990; strong, homerand liu 1990).
These experiences in any case, various basic
inquiries stay unanswered as for promotion bids. Why, for
example, do these interests actuate such effective purchaser
reactions in specific cases? What makes them be pretty
much successful on customers? , has the client made any
buy after chaperon a promotions ? , do the client search for
offers on internet before do any buy ? , With particular
reference to internet promoting, this examination will
endeavor to answer these inquiries. Effectiveness" (p: 46).
What's more, more examinations are expected to cover
different examples in various nations to build outside
legitimacy of the exploration discoveries (calisir, 2013).
Established molding is regularly alluded to as
methods in which people learn by affiliation. In the
traditional molding worldview, pavlov's puppy, an unbiased
boost is combined with an unconditioned jar to motivate an
unconditioned response. For example, after reiterated
pairings of meat (known to cause salivation) with the sound
of a toll, the sound of a ringer alone summons salivation.
This alliance is liable to two characteristics of the
connection: contiguity and repeat. The law of contiguity
communicates that all together for helpful making sense of
how to happen, the unconditioned jar and the fair-minded
lift must be coordinated close in order to each other.
Furthermore, it isn't adequate for an unprejudiced jar and an
unconditioned lift to simply exist together in a close-by
time period. The more normal the mixing, the more
straightforward it is to outline an alliance.
Defenders of applying established molding to
advertising trust that the relationship between an item and
positive jolts may help clarify the impact of numerous
factors in correspondence and state of mind change.
In any case, these impacts were lessened in
circumstances where buyers were in an unmistakable basic
leadership mode. The learning's of established molding give
us some understanding on the qualities of a successfully
marked internet commercial. Above all else, the recurrence
with which an advertisement is served impacts mark
mindfulness. Recurrence likewise impacts whether or not, a
relationship between a message and a brand a purchaser
makes.
Theoretical Framework
The theoretical framework included with theories,
principles and research findings interrelated concept which
are related to the study.
This is the framework on how this study is
organised or developed and the theatrical framework of the
present research is based on the work of kim and ko 2010.

Figure 2: Theoretical Framework of the study on the effectiveness of Internet marketing.
The paradigm above shows the conceptual
framework of the study. It is an abstract representation of
what the internet marketing. It shows the variables that the
researcher shall examine to determine which of the three
variables correlate most with customer satisfaction.
In beginning of the Internet, web based promoting
was for the most part denied. For instance, two of the
antecedent systems to the Internet, ARPANET and
NSFNet, had "satisfactory utilize strategies" that restricted
system "use for business exercises by revenue driven
foundations.. Through website streamlining, pay-per-click
publicizing, email promoting and nearby records, you can
interface with a ready crowd. The clients are looking
towards the Internet to discover neighbourhood
administrations and merchandise.
III. FINDINGS AND DISCUSSION
The findings of the survey are derived from the
numerical data from the population of Bahrain as internet
users. The interpretations of the findings, which are used to
achieve the objectives of the study, are presented in this
chapter.
The study aimed to assess the level of utilization
and effectiveness of Internet marketing to increase reach
and awareness among consumers by using social media,
online advertisement and Mobile apps. The treatment of
data revealed the following essential findings:
1- The findings of the perceptions of the respondents
on the Level of utilization of Internet among consumers
with a total weighted mean of 3.512, i.e. they agree with the
questionnaire statements on the elements: Using online
Advertising, Using Social Media, Using Mobile Apps
.Moreover the respondents are utilizing the social media,
online advertisement and mobile apps regularly for their
education and business irrespective of age difference .
2- The findings of the perceptions of the respondents
on the Effectiveness of Internet marketing to increase reach
and awareness among consumers were as follows:
2.1 In terms of using social media, the consumers are
undecided with a total weighted mean of 2.898, i.e. they are
neither effective nor ineffective.
2.2 In terms of using online advertising, the consumers feel
it useful and agree with a total weighted mean of 4.394, i.e.
they are effective
2.3 In terms of using mobile apps, the consumers feel
strongly about it with a total weighted mean of 4.448, i.e.
they are effective.
3– There is no significant relationship between the Level of
utilization & Effectiveness of Internet marketing among
consumers in Bahrain. Therefore, the researchers accept the
null hypothesis.
4- One of the biggest problems faced by the respondents on
the Level of utilization & Effectiveness of Internet
marketing among consumers in Bahrain is privacy,
censorship and online security.
5- The Internet, social media, online advertising, mobile
apps etc. as a whole, can be seen as technology that has
greatly enhanced our lives but should be done responsibly.
IV. CONCLUSION
Based on the findings of the study, the conclusions
on the Level of utilization of Internet among consumers the
respondents agree with the questionnaire statements, On the
Effectiveness of Internet marketing to increase reach and
awareness among consumers, feel it is very effective the
hypothesis of the study is accepted on the different
variables of the study. The researchers accept the null
hypothesis as there is no significant relationship between
the Level of utilization & Effectiveness of Internet
marketing among consumers in Bahrain. There is a need to
completely implement effective responsibility for internet
usage
RECOMMENDATION

Based on the findings and the conclusion, the
following recommendations are made:
It comes as no surprise that successful relationship in both
business and personal life depends entirely on active
communication and it’s the same with using the internet.
1. Adhere to general Internet etiquette
One of the ways to communicate effectively online
is to follow to the later the general principle of online
netiquette, which is the show and practice of respect and
courtesy in an online environment.
2. Choose the right online media, popular Photos, music
or videos that are available on the internet
It is true there are various media for online
communication, but some of them work better for a given
situation than in others. For instance, if you're releasing a
new product, you would perhaps want to demonstrate how
to use the product online.
3. Build a favorable online persona
If wan the consumer wants to communicate
effectively online, then you must create a pleasant online
persona. To achieve this objective, you start by managing
your conduct carefully in a manner that adds an aura of
competence, empathy, and professionalism to your persona.
FUTURE STUDIES
As the researcher has taken very specific subject
on internet utilization and effectiveness in Bahrain. The
researcher acknowledges that internet technology has
changed our lives and the way we do business or
socializing. The research needs further study to understand
the various issues such as privacy, censorship and online
security.
The Internet is the superior mean of
communication and information dissemination in the new
millennium. It is important to note out that searching for
information on the Internet does not necessarily mean that
some kind of learning process is going on. While the
Internet dramatically changed the dissemination and sharing
of information, there is no general consent among
researches on the impact of the Internet on students’ and
learner’s knowledge retention. Using the Internet as a
source of information, the student’s knowledge acquisition
level and knowledge retention maybe affected for both the
short term and long term.
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